کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1029473 | 942629 | 2009 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Can a positive mood counterbalance weak arguments in personal sales conversations?
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
In a personal sales conversation between a customer and a salesperson, the salesperson usually presents arguments for purchase alternatives to the customer. In addition to the quality of the presented arguments, the customer's mood is also expected to have effects on the customers’ product evaluation. In order to analyze mood and argument strength effects, we develop a theoretical model and conduct an empirical study based on a 2×2 experimental design. The results of the study show that the customers’ mood has both a direct and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 16, Issue 3, May 2009, Pages 190–196
Journal: Journal of Retailing and Consumer Services - Volume 16, Issue 3, May 2009, Pages 190–196
نویسندگان
Silke Bambauer-Sachse, Heribert Gierl,